THE PROFESSOR'S DILEMMA: NAVIGATING SOCIAL MEDIA'S IMPACT ON EDUCATIONAL CULTURE

With the proliferation of the use of social media in the classroom, educational culture is undergoing significant changes that require a balancing act between the opportunities and challenges it presents. The aim of this research is to explore the impact of social media on the culture of educational organizations from the perspective of professors. The theoretical framework will provide a new perspective on the literature related to organizational culture and will introduce new approaches to social media to develop a new educational system that is yet to be established. While several studies have evaluated the culture of social media, its characteristics, and the performance of individuals and enterprises involved in social media, and others have focused on the impact of cyber-bullying, just a few have focused on the professor’s impact, both feelings and performance. Findings from a survey of professors in both the Pontificia Universidad Javeriana in Cali, Columbia and the University of Tennessee Chattanooga, USA reveal that while there is widespread embrace of, and benefits of social media in pedagogy, professors are wary of its numerous negative impacts. In this research, we will present the results of the survey analysis and elaborate on how social media affects the performance of both students and professors, how it is transforming the management of educational organizations, and how the culture of these organizations should be transformed to respond to the rapidly changing educational landscape.